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I don't know how you can say Apple is not in the same business as Amazon with regard to e-books. They have their own hardware (iPad, iPhone) and sell books locked into their own form of DRM. To me they are absolutely a competitor on equal footing with Amazon.
Not only that but I also blame the agency model on Apple's entry to the market. If Amazon was "all that and a bag of chips" then it would not have taken Apple's market entry to change the pricing structure.
Google is not yet on equal footing but they're trying. Windows 8 and upcoming Win tablets may yet provide ANOTHER serious e-book market player. Too early to say but it seems likely to me.
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